Favorable reflection: Russians will buy plumbing and electronics on Black Friday
On the eve of the popular Black Friday sale (November 28), online and offline stores are actively delivering electronics, perfumes, pet and car products to warehouses, logistics companies and retailers told Izvestia. Warehouses are overstocked, taking into account the expected demand from customers. For example, supplies to warehouses of plumbing, personal goods and sporting goods are actively growing. About what else Russians will buy and how to distinguish real discounts from fake ones, see the Izvestia article.
How stores are preparing for Black Friday
One of the main sales — "Black Friday" — this year fell on November 28. At that time, retailers were actively filling the warehouse with goods that, according to their forecasts, would be in the greatest demand. In 2025, deliveries to marketplaces increased by 10-15% compared to 2024, Skif-Cargo transport company told Izvestia.
This year, compared to the previous year, electronics (by 50-65%), cosmetics and perfumes (by 40-50%), textiles and household goods (by 30-40%) are being transported much more year-on-year. There is also a significant increase in deliveries in the segment of pet products, sports equipment and car products — by 30-40%.
"In September-October 2025, the demand for cargo transportation as a whole increased by 7%, but in the e-commerce and marketplace segment, growth was significantly higher — about 15-20%," said Yuri Korobeynikov, the company's sales director.
According to Business Lines Group of Companies, in November, clothing accounted for about 20% of the total volume of deliveries to marketplaces, and cosmetics and hygiene items accounted for another 7%. Also, in November 2025, spare parts and auto parts, as well as metal products, such as fittings, pipes, beams, profiles, grids, and sheets, became the most in demand categories of goods.
According to the Megamarket marketplace, Christmas products became the leader in the growth of stocks — in November it became 14 times more than in early October.
— Plumbing has increased its position fivefold, general consumer goods have increased threefold, clothing and small household appliances have doubled, and sporting goods have increased 1.5 times. All this reflects the market's preparation for maximum demand during the season of large purchases," the company's press service emphasized.
In CDEK.Shopping expects a lot of interest from customers in products that combine seasonality, current trends and are suitable for gifts.
"Jewelry and watches will be among the leaders, as consumers rely on versatile and high—quality accessories," the company noted. — The demand for cosmetics and perfumes is also expected to grow, as brands have released gift sets, limited New Year collections and Advent calendars.
Black Friday started at Wildberries on November 14, the marketplace's press service reported. As of November 20, the "vehicles" category became the leader in sales growth during this period: an increase of 70%. We are talking not only about cars, but also about ATVs, motorcycles, snowmobiles and other equipment.
— For comparison, during the campaign "11.11" (World Shopping Day. — Editor's note), which took place from October 28 to November 11, led by goods for the holiday. Traditional categories such as clothing and footwear, including children's clothing and footwear, also showed significant growth compared to the period when no major promotions were held: turnover increased by 15-20%. The PlayStation 5 1TB game console with a Blu-ray drive remains the best—selling product, they added.
According to the Yandex Market marketplace, from November 17 to November 20, 2025, users were most often interested in clothing, shoes and accessories, electronics, household goods, as well as household and computer equipment — traditionally, these categories are in the greatest demand among Russians during the discount period.
Where will they buy the most goods
In 2024, the average receipt (average order amount) for Black Friday was about 25.4 thousand rubles, CDEK added.Shopping. At the same time, many customers purchased expensive goods.: smartphones, electronics, jewelry.
— The geography of purchases turned out to be very wide. China was confidently leading as the main "supplier" of goods in terms of volume. Europe has proven to be a source of popular fashion and beauty brands, while the United States is a source of technology and specialty goods, the company said.
Among the most dynamically growing categories relative to 2024, there is an increase in the transportation of auto parts throughout Russia by 26%, in the Siberian Federal District by 24%, in the Ufa region by 84% and in Tatarstan by 74%, Business Lines reported. Demand for transportation of industrial equipment in the Far East also increased by 47%.
Most often, goods are shipped from the cities of the Central, Northwestern regions and Siberia to the Volga region, the Urals, as well as to the southern and central parts of the country. Skif-Cargo notes that the leading destinations are traditionally megacities and large cities (Moscow, St. Petersburg, Yekaterinburg, Novosibirsk and Krasnodar). These cities concentrate about 40-45% of all e-com shipments in Russia. Kazan, Chelyabinsk, Omsk and Ufa are also showing steady growth.
According to Avito Goods, the most in—demand items during sales are casual wear (46%) and shoes (39%). The top three also included household goods, furniture and household appliances (34%). This year, the majority of buyers (23%) are going to spend 5-10 thousand rubles during the November promotions.
The Ozon press service reported that in the last discount period, from October 23 to November 11, 2025, sales of seasonal discounted goods increased especially noticeably.
— It is expected that the top sales growth relative to the third quarter includes New Year's paraphernalia: figurines, ornaments, Christmas trees: they were bought almost nine times more often. But the most noticeable growth is in needlework kits. Products for adult creativity were bought 17 times more often during the first weeks of the sale," representatives of the marketplace said.
Outerwear for women, smartphones, pet food and vitamins for animals, household appliances and electronics were the leaders in terms of sales.
—This year, the trend of last year also continues: almost half of all orders come from the regions," Ozon added.
How to "wind up" discounts
From year to year, marketplaces and everyone who gives discounts on Black Friday show high turnover, said Ekaterina Kosareva, managing partner of the VMT Consult analytical agency. The share of online sales has grown from 11.3% three years ago to 15.2%, and platforms have quadrupled their profits, said Igor Rastorguev, a leading analyst at AMarkets.
"However, the dynamics has noticeably slowed down: if in 2019-2021, turnover soared by 65%, now the increase has fallen to 20% annually," the expert said. — Basically, we are talking about moving purchases from other days of November to Black Friday, and not about attracting new consumers.
But to a large extent, sellers' work is determined by marketing mechanisms, rather than real discounts, Ekaterina Kosareva noted. This is one of the key seasons for retail: according to industry associations, in recent years its share in the annual revenue of major players has often approached 10-15%.
However, a significant increase in sales is primarily due to intensive advertising campaigns and the effect of mass expectation, rather than lower selling prices.
— In practice, in most cases, the discounts turn out to be nominal, — said the expert. — A common technology is a preliminary price increase a few weeks before the promotion, after which a discount of 30-50% is announced. Formally, the price does decrease relative to the peak value, but in relation to the real average market value of the product, it remains the same or changes only slightly. This is a typical pricing tactic that allows you to maintain high turnover without reducing margins.
The real benefit may await the buyer, for example, in cosmetics, sporting goods, building materials, Igor Rastorguev added. Manufacturers are ready to give real discounts on these products as a tool to attract new customers, and not as an illusion.
— The market has matured and requires honesty. Sellers now use a variety of mechanics at the same time — a discount, a promo code, a cashback, a system of "the more you take, the more you save" — not so much for variety as to make it difficult to compare and confuse the real price, he explained. — Those who survive are those who work transparently and are able to gain trust in this game of double-checking and skepticism.
Experts added that retailers often give the biggest discounts on products from past collections, outdated electronics models or illiquid products that need to be withdrawn from circulation. The most sought-after positions either hardly become cheaper, or quickly disappear from existence, forming an artificial shortage.
Denis Talyzin, a lawyer at MC Klishin & Partners, recalled that the law on Consumer Protection prohibits sellers from providing deliberately false information about a discount, but this practice is very common.
"Large sellers and platforms, in addition to benefits, are also responsible to the buyer for low—quality goods or other unfair actions," he said. — At this time, little-known people in the face of responsibility can simply "turn the shop down." Sometimes such platforms are specifically opened to extract quick profits from the provision of low-quality services and goods with further liquidation and the lack of a real opportunity to defend their rights.
If a person was deceived during a sale, they should file a complaint with the retailer, the lawyer advised.
"Perhaps he doesn't want to ruin his reputation and decides to resolve the problem on his own," the expert noted. — If the situation has not been resolved, you can go to court. At the same time, it is important to have documentary evidence of actions related to the purchase — receipts, a copy of the complaint, confirmation of shipment, warranty cards, labels, boxes, screenshots of correspondence.
If the value of the goods exceeds 2.5 thousand rubles, there are grounds for contacting law enforcement agencies and initiating a criminal case, he explained.
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